Perception gap


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Customers do not want a relationship with your business; they want the benefits a relationship can offer to them. Find out exactly what that means

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Perception gap

  1. 1.     The  Perception  Gap  in  Social   Author:  Mitch  Lieberman   th March  20  2011   Customers   do   not   want   a   relationship   with   your   business;   they   want   the   benefits   a   relationship   can   offer   to   them.   I   have   been   stating   this   for   a   couple   years,   as   many   people   I   know   have   also   stated   and   written   about.   You   may   or   may   not   agree   with   this,   as   it   has   seemed   like   a   bit   of   a   political   debate,   without   some   really   solid   data   to   back-­‐up   either   perspective.   IBM   recently   published   the   result   of   2010   study,   which   revealed   some   interesting  data  points.  I  will  be  cautious,  as  data  can  be  interpreted  differently  from  person   to  person,  but  this  study  is  grounded  in  primary  research,  published  by  the  IBM  Institute  for   Business  Value  and  my  analysis  of  the  report  suggests  that  it  is  worth  considering.       Consumers   were   asked   what   they   do   when   then   interact   with   businesses   or   brands   via   social   media.   I   am   not   sure   which   is   more   surprising   to   me   that   being   part   of   a   community   and   feeling  connected  are  near  the  bottom,  or  that  purchase  and  discount  are  at  the  top.  To  back   up   a   little   bit,   results   also   published   in   the   “Just  over  half  of  consumers  surveyed  say  they   same  report  found  that   do  not  engage  with  brands  via  social  media  at  all   only   23%   of   consumers,   who   go   to   (55  percent).”   social   media   sites,   go   to   interact   with   brands.  They  go  to  interact  with  family  and  friends  (70%).  Another  interesting  point  is  that   while   23%   are   interested   in   interacting   with   brands   22%   actually   go   to   write   a   blog,   that   is   a   finding  which  I  am  going  to  need  to  think  on  for  a  bit.  Finally,  
  2. 2. The  Business  Side  Gap  The   business   perspective   is   more   interesting,   and   frankly   more   valuable   to   anyone   who  happens  across  this  post.     The  simple  reason  is  that  a  business  needs  to  care  about  what  the  customers   are   saying   and   doing,   not   what   they   ‘think’   is   right   or   worse,   portrayed   by  someone  else  who  told  them  the  ‘right’  thing  to  do.  OK  businesses,  take  a  look  at  the  listing  your  peers  gave  when  asked  the  why  they  thought  customers  were  following  their  companies  on   social   sites.   The   data   clearly   states   that   businesses   believe   much   more   strongly   that  consumers  interact  with  them  to  feel  part  of  the  community  –  guess  what,  they  really  don’t.  The  consumer  wants  something  more.  The   gap   is   pretty   “Businesses  hoping  to  foster  closer  customer  wide,   almost   as   wide   connections  through  social  media  conversations  as   the   current   NFL  players   versus   may  be  mistakenly  projecting  their  own  desires  owners.   But,   in   this   for  intimacy  onto  customers’  motivations  for  case   it   is   not   a  matter   of   interacting.  Interactions  with  businesses  are  not  compromise   and   the  same  as  interactions  with  friends.”  working   to   get   both  sides   to   see   the   other   perspective.   The   only   real   opinion   that   matters   is   what   your   customers  think,  correct?  What  about  Advocacy?  I  am  not  sure  about  you,  but  I  have  seen  a  lot  of  Senior  Executives  talk  about  “getting  closer”  to  their  customers,  partners,  ecosystem,  prospects     (IBM  2010  Global  CEO  Study  –  88%  want  to  get  closer  to  the  customer).  In  order  to  answer  the  war  cry  from  the  C-­‐suite,  marketers  and  executives   (from   this   survey)   believe   the   answer   is   social   media   engagement.   However,   the  data   from   the   consumer   side   suggests   otherwise   –   or   best   it   is   inconclusive.     The   issue   seems  to  be  that  you  (company)  are  already  close  to  your  advocates;  64%  of  stated  that  passion  for  a  brand  needs  to  exists  prior  to  interacting  with  that  brand.   The   answer   to   the   “In  other  words,  consumers  who  engage  already   riddle   seems   to   be   to   encourage   consumers   have  an  affinity  for  that  brand  or  company,  and   to   share   their   mere  participation  via  social  media  may  not   experiences   with   necessarily  result  in  increased  loyalty  or   friends   and   family.   Make   that   easy   and   spending.  But  a  recommendation  from  a  friend   you  now  have  a  better   or  family  member  could  make  a  difference.”   chance  of  encouraging   those   at   the   tipping   point   to   become  advocates  for  your  brand.  I  am  not  going  to  go  retro  and  start  defining  Social  CRM,  been  there,  done   that!   I   am   going   to   suggest   that   you   need   to   start   thinking   like   a   customer,   outside-­‐in,  not  inside  out.  It  is  not  about  control  of  the  conversation,  it  is  about  mutually  beneficial  value,  a   fair   exchange.   Social   media   is   part   of   something   we   call   the   customer   engagement  continuum,  aka  consistency  of  interactions  and  touch  points  independent  of  the  channel  used.  A   friend   shared   a   term   with   me   early   this   week,   which   seems   to   fit   “Reverse   Logistics”  –   to  me,  it  fits  here  because  the  perspective  that  matters  is  the  customers.  
  3. 3. About  Sword  Ciboodle    Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century  organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through  self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service  experience.    The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our  platform  to  construct  a  genuinely  social  and  customer  centric  business.    www.sword-­‐  info@sword-­‐    About  Sword  Ciboodle    Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century  organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through  self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service  experience.    The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our  platform  to  construct  a  genuinely  social  and  customer  centric  business.